Just what exactly does the British public want from its fruit and vegetables? It’s difficult to fathom from the mixed messages, often sent out by the same groups of people, about this industry’s products and practices.
This week sees the polytunnel argument back in the headlines. It’s a fair bet that the very same people attempting to force their local authorities into imposing restrictions on berry growers would join in just as vociferously in the anti-food-miles debate and rubbish airfreighted produce, while simultaneously airing their concern for poorer farmers in the world’s underdeveloped nations.
They flock to the farmers’ markets because they want to be seen to be buying local produce, then laud Fairtrade, but complain if their local supermarket is too expensive. No doubt they also bang on about organics at every possible opportunity, despite having no real idea whether that lifestyle choice is helping them, the grower or the environment.
I could go on. This industry and its major customers go round and round in ever-decreasing circles, trying to cater for every last whim of a public that is totally confused by the mountain of mixed messages fed to it by a media hungry for controversy and not concerned too much where it comes from.
Isn’t it about time we all agreed on one thing? The consumer is not always right.
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